Nike capitalizes on Kylian Mbappé's transition to On

After ending a 20-year partnership with Nike, Kylian Mbappé has transitioned to the Swiss brand On. During the Madrid derby between Real Madrid and Atlético de Madrid, the player wore white Nike Mercurial boots with the brand's logos intentionally covered, as he has not yet used official On football boots in a competitive match.

Nike responded to the viral moment by utilizing its ‘Nike By You’ customization platform to offer a design that replicates the exact look of the boots Mbappé wore: white Mercurial Superfly 11 Elite models with tonal logos and a semi-transparent sole. While Nike has not marketed this as an official Mbappé edition, the strategy allows fans to recreate the aesthetic.

This shift highlights a growing trend where elite athletes exert greater control over their personal branding and advertising spaces, often moving away from traditional sponsors to manage their individual commercial empires.